Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea

Why Johnny Can t Brand Rediscovering the Lost Art of the Big Idea Too many companies think that splashy advertising and cool packaging is the same thing as branding Marketers talk about brand charisma or brand warfare spend millions on entertaining ads starring dan

Title: Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea

Author: Bill Schley Carl Nichols Jr.

ISBN: 9781591841128

Page: 318

Format: Hardcover

Too many companies think that splashy advertising and cool packaging is the same thing as branding Marketers talk about brand charisma or brand warfare, spend millions on entertaining ads starring dancing chimpanzees or cowboys herding cats, but fail to differentiate their product or give consumers a real reason to pay attention Then they wonder why their campaigns fail.Too many companies think that splashy advertising and cool packaging is the same thing as branding Marketers talk about brand charisma or brand warfare, spend millions on entertaining ads starring dancing chimpanzees or cowboys herding cats, but fail to differentiate their product or give consumers a real reason to pay attention Then they wonder why their campaigns fail This in your face, down to earth guide explains real branding the process of creating an exclusive idea of value that consumers can trust you to deliver consistently It offers a unique eight week program that can help any company create a 1 brand by focusing on the one big idea that will make people really want your product or service The same principles apply to Ford Motor Company and Frankie s Lawn Garden shop Schley and Nichols teach readers how to abandon their precious lists of features and benefits focus on a simple, singular message distill a killer dominant selling idea roll out a new brand identity For anyone who wants to harness the true power of branding, this enjoyable book is the place to start.

One thought on “Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea”

I picked this volume up at a dollar store because I couldn't help wondering what kind of marketing advice it contained, given the circumstances. On the whole, the information itself seems solid, although the authors commit a critical error in panning Aflac's advertising strategy. Scheley and Nichols, writing in 2005, suggest the duck mascot Aflac introduced during the Super Bowl in 2000 was unhelpful because it didn't directly reinforce the sales message. But according to Aflac, the company's na [...]

What a GREAT book on branding!! I'd love to have this on my bookshelf for future reference. It read really smoothly. Great examples. Gave me some steps to take, and really looking forward to getting my Big Idea ideally branded!! Side note, as a child I was involved in the branding of cattle. It was my job to make sure the fire/coals were hot enough on the branding iron to burn the cattle's leathery side. It's now time for me to follow my grandpa's order, "Keep that iron hot!" It's time to stoke [...]

If someone asked me for three books on branding for anything (business, public presence, product, organization, etc.), I would hand them this, Brains on Fire, and Designing Brand Identity, 4ed (Alina Wheeler). This book is clearly and enjoyably written, filled with useful info (instead of fluff), and sets obtainable goals within any organization's reach. If you're in business or a non-profit or you want to be someday, you should get it.

The true title is indeed the subtitle: Rediscovering the Lost Art of the Big Idea.True to its mission of being a branding book, the title tells a story that is easy to remember: Why Johnny Can't brand.Go get it, and DO!

The book is basic in many ways, lays out the process and ideas behind branding in a simple manner, and find it inspiring thoughts about products I work with as well as products my colleagues that affect/touch my life.